October 22, 2020  
 
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Marketing a General Real Estate Business

At Gaebler, we've seen what great marketing can do for a small business. But if you own a general real estate business, exceptional marketing may well be the determining factor in your long-term survival and success.

Young business owners are often surprised to learn that marketing isn't as intuitive as they thought it would be.

By leveraging today's best marketing techniques, any general real estate business owner can rise to the challenge and create a marketing plan that highlights the value of their business and product offerings

Social Media Monitoring

The use of social media as a marketing tool is the latest wave to overtake the small business community. Combined with a functional company website, social media attracts new customers and converts them to brand advocates. Social media can quickly go negative, turning brand advocacy into "badvocacy", a scenario in which consumers and users create content deriding your company and your products. Most general real estate businesses are especially vulnerable to negative exposure through social media. To counter negative social media, you'll need to monitor your brand's online presence and enter the conversation, redirecting negative discussions toward more positive topics.

Hiring A Marketing Firm

Eventually nearly all general real estate business operations turn to marketing firms for guidance. Unless you have a marketing background, you won't be able to touch the ROI you'll receive from a professional firm. Does a marketing firm cost money? Sure, but not as much as you may think. When it's time to look for a marketing firm to represent your general real estate business, it's important to find a firm with proven experience in the industry. Marketing firms that lack industry experience are sometimes unfamiliar with competitive marketing channels and may not understand the value propositions that dominate industry messaging.

Measurement & Evaluation

Performance is the ultimate measure of quality. You can improve the quality of your B2B and B2C efforts by considering professional mailing lists provided by established vendors. That's just one of the ways general real estate businesses can achieve greater returns from their marketing initiatives. For even greater returns, you'll need to explore ways to improve measurement and evaluation. Each marketing campaign should be subjected to quantitative analysis, paying close attention to the amount of new and repeat business it generates for your company. If a campaign or technique fails to meet your expectations, carefully evaluate the reasons for the failure and adjust your marketing mix accordingly. Simple quantitative tools are a good start. However, general real estate businesses typically expand their knowledge base by hiring professional marketing firms.

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